Abstract
This paper proposes a framework to aid managers in identifying relevant competitive sets in dynamic markets. It bridges strategic marketing and consumer behaviour research by considering the role of goal-derived consumer categorization in understanding the graded and shifting nature of needs-based competitive sets. It suggests competitive sets are defined by consumers' fuzzy needs-based consideration sets that are usage occasion specific, have fuzzy structures based on degree of multiple needs fulfilment, and change over time. The framework suggests how and when competitive sets should be monitored to understand and assess changes in graded structures over time and usage occasions.
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